spark 2016: how to use insight, content, and digital to activate, engage, and transform your...

disengaged How to Use Insight, Content and Digital to

Activate, Engage and Transform Your Audiences

Discuss:

What are you afraid of?

@taranicholle TransformationalConsumer.com

Two fears and two fears only


Update: new, inborn human fear


The Monkeysphere


Theory: we are all this guy.


Mt. Content


“Advertisements are now so numerous that

they are very negligently perused, and it is therefore become necessary to gain

attention by magnificence of

promises, and by eloquence sometimes

sublime and sometimes pathetic.”

—Samuel Johnson, 1759


About me


Transformational Consumers see life as a never-ending series of projects to live healthier, wealthier, wiser

lives.

At TCI, we help companies meet, understand, reach and engage the Transformational Consumer: the most

valuable, least understood customers of our time.

Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership


Primal motivation behind most purchase decisions:TRANSFORMATION


Rethink your Customer.

Major

Define the Problem from a big,human perspective

From: Your existing customer base

To: Anyone dealing with the problem you exist to solve



Become the expert on their JourneyFollow the #1 Rule of Customer researchGood data vs. bad dataSpot patterns + look for:• Universal stages• What gets them stuck and

unstuck• Micro-moments• Natural language


The Journey

Progress Trigger

Initial Catalyst

Habit Formation

HEAL

THY

BEHA

VIOR

S



Use what you learned to reach and engage your Customers (and the rest of your company).

Journey + language = message pillars

Journey + micro-moments = content strategy

Ongoing listening + real-time optimization = engagement marketing

Many teams, one Journey



Problem-Solution, Transformational Content


MFP Content Results: 2014-2015

22%

WAU LiftAttributable to

Content

10MMonthly

Blog Uniques

Monthly Blog

Pageviews

50M 24%

MAU LiftAttributable to

Content

BEHAVIORAL SCIENCE PERSUASIVE DESIGN

ORGANIZATIONAL CHANGE MANAGEMENTCOACHING + NARRATIVE

The Delta Framework© [proprietary]


[email protected]

Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership

spark 2016: how to use insight, content, and digital to activate, engage, and transform your...

Marketing